According to the Hollywood Reporter "Cadillac Is Making a Comeback in Hollywood." And the star they chose: Jeremy Piven. Piven is actually one of just a few Hollywood's elite Cadillac has chosen to loan out their ultra premium Cadillac CTS-V which starts at a little of 60 G's.
The strategy is based on strategic placement, rather than pure product placement consumers may be used to in movies, tv shows and music videos. They play is not about mass consumer awareness, consideration or purchase, rather they're targeting a few Hollywood influentials to actually drive the vehicles around Hollywood and connect with the targeted decision makers in the industry that can actually afford the hefty price tag. Not that the lent vehicle doesn't have a mass audience branding play as Piven also tweeted to over a million Twitter that the "V-8 on the CTS-V is a beast."
Cadillac has chosen a very strategic, pointed and smart way to use Celebrity Endorsements to influence other celebrities and Hollywood A-listers. It's a welcomed new strategy. Who isn't tired of seeing cars being the stars of Movies re: Transporter 2 and it's star Jason Statham the Audi A8 and countless other examples.